This course focuses on the two cutting-edge areas in marketing: database marketing and digital marketing in the information age. Database marketing is an approach by which computer database technologies are used to design, create, and manage customer data about customers? characteristics and transaction history. Database marketing strives to discover new customer knowledge which might help firms achieve optimal marketing decision making and competitive advantages. Digital marketing encompasses how firms better conduct business by using various digital means such as the online advertising, search engine, and social media marketing. This course requires a fundamental understanding of the information technologies and platforms that form the backbone of electronic marketing and its ability to govern and leverage big data. Students will also learn various hands-on skills in database and digital marketing by using software application practices and professional training.

Prerequisite: MARK3700